App Store Guidelines: Little Things That Can Get You Rejected

Apple’s guidelines are strict rules for apps sold on the App Store, covering all aspects of the listing. It’s important to follow every guideline, even the easily overlooked ones; this is important for App Store Optimization as well as being accepted or rejected from the store. Overlooking little details can result in apps being rejected or removed from the App Store, so it’s important to remember these key guidelines when designing and updating your app.

What’s New?

The “What’s New” section of an app’s store listing is
designed to let users know about recent updates, such as new features, tools or
designs. This shows up on the app’s page as well under the “Updates” tab in the
App Store. Often times the section just says, “Bug fixes and performance
improvements,” which provides users with very little information about what
exactly is changing.

The days of “bug fixes and performance improvements” are
coming to an end, as Apple is requiring developers provide more information. If
the latest update is simply a bug fix, developers should provide more
information as to what bugs are being fixed and what the effect is. Similarly,
performance improvements should be called out specifically, whether it’s an
improved speed, changes to graphics or a convenient addition to the menu.

More importantly, the “What’s New” section can be a useful
tool for user re-engagement. If there’s a specific issue that’s been driving
users away, calling it out under “What’s New” can signal to those users that
you’re aware, heard their concerns and took action to address it. This can
bring back lost users who wouldn’t have left if not for the bug.

This can also appeal to returning users by calling out new
features. For instance, if a user stopped playing a mobile game because they
cleared all the levels, including “New levels added” to the “What’s New” can
encourage them to reinstall. Users disappointed by a lack of certain tools or
features may be brought back once they see they’ve been added, and the “What’s
New” section is helpful for that.

iPhone X Screenshots

The iPhone X‘s screen size and shape of the phone created an
unexpected challenge for developers. iPhone
X screenshots had to be sized at different dimensions than screenshots for
other devices, or else the aspect ratio differences would result in images with
decreased visibility.

Now developers must create iPhone X screenshots for any app
that works on an iPhone X, including XR,
XS and XS Max models. This requires the screenshots to be sized at 1242 x
2066 pixels, rather than 1242 x 2208. Apps with store listings that don’t have
those screenshots will not be made available for iPhone X devices, which would
prevent it from reaching tens
of millions of users.

This also applies for apps available on iPad Pro 3rd
generation devices. These have a 2732 x 2048 pixel display, so apps available
on them must include screenshots designed for those specs. If an app is
available on both iPhone X and iPad Pro, it will need to include a set of
screenshots for each.

App Preview Videos

“To ensure people understand what they’ll be getting with
your app, previews may only use video screen captures of the app itself.
Stickers and iMessage extensions may show the user experience in the Messages
app. You can add narration and video or textual overlays to help explain
anything that isn’t clear from the video alone.”

If the video does not accurately show the app itself and
reflect its uses, the Apple reviewer will reject it. While Google Play may
allow videos showing footage from outside the app itself, such as users walking
around with their phones out and laughing as they use the app, Apple will not.
The video shouldn’t even show the handset.

Additionally, the preview videos must be appropriate for all
audiences, regardless of the app’s target audience. The videos can only show
content the app’s developer has the legal right to display, so apps that stream
videos or feature trademarked brands must ensure they have the license to use
them. Video effects can be used when necessary but should not include
animations like virtual hands tapping on the screen. Transitions should not
imply functionality that the app doesn’t have, so basic transitions like fades
and dissolves are recommended.

If an app’s video does not follow these guidelines, the
developer can remove the video and post the app itself. This could impact
conversions, as a good preview video can increase
conversions by up to 25%. It is better to take everything into account when
creating the video in the first place than to have to make a new one after the
app has already launched.

Not Entirely Free

If an app is to market itself as “free” in its icon, title,
subtitle or screenshots, it needs to be entirely free. Apps that offer optional
subscriptions or in-app purchases must be careful when marketing themselves as
free.

If an app is to call itself “free” in its title or creatives,
it should be entirely free. “Freemium” apps, which offer optional purchases, can
still end up costing users money for the full experience. Marketing them as “free”
could be seen as a misleading tactic, which would result in its rejection or
removal from the App Store.

Even if an app is free to download, be careful marketing it
as “free” if there are other costs involved. Microtransactions, subscriptions
and premium content can increase the overall cost of an app for users, which
should be considered when choosing its title, subtitle and creatives.

To Conclude

As the saying goes, “the devil is in the details.” This
remains true for App Store listings, from how the videos are made to what’s
listed under “What’s New.” It’s important to know and follow Apple’s guidelines
for all aspects of the app, otherwise it may be rejected from the App Store.
With proper App Store Optimization, an app can reach and convert new users
while following every letter of Apple’s guidelines.